“Brand” is a popular research topic in further education. This is not surprising, given the dramatic rationalisation and reorganisation of the college sector in the past decade. Groups commonly seek insight as to the perceived “value” of their campuses, colleges and overarching institutions so that their new or emerging structures take account of those opinions.
We have been involved in many such studies and we often seek to persuade the client to extend the project’s reach beyond questions of names, assets, products, services and identifying markers into a broad definition of brand - one which corresponds closely with reputation.
